9 Essential Content Types for an Efficient Marketing Content Bank

Discover the key content types that can revolutionize your marketing strategy. This comprehensive guide, backed by expert insights, reveals essential content formats for building an efficient and effective content bank.

Learn how to streamline your content creation process and maximize your marketing efforts with these proven strategies.

• Create Repurposable How-To Content

• Develop Plug-and-Play Social Post Templates

• Craft Evergreen Bottom-of-Funnel Content

• Leverage Customer Case Studies

• Produce Timeless Evergreen Articles

• Build Versatile FAQ Content Bank

• Analyze Data for Effective Content Types

• Design Reusable Before-and-After Case Studies

• Utilize User-Generated Content

Create Repurposable How-To Content

Repurposable how-to content.

Think tutorials, step-by-steps, or "do this, get that" type guides. They're gold. Why? They answer actual questions your audience is typing into Google. They're evergreen, easy to repackage into carousels, reels, emails, and even lead magnets.

For example, "How to optimize a blog post for SEO" can be turned into:

1. A LinkedIn carousel

2. A YouTube short

3. A webinar segment

4. An SOP for your team

It's like squeezing juice out of one lemon for four cocktails.

Bonus tip: Structure it with numbered steps or bullet points. Skimmable = shareable.

Don't overcomplicate it. One strong how-to beats 10 forgettable thought pieces. Keep it practical, actionable, and rooted in real problems your customers face.

Want efficiency? Give your content more lives than a cat.

Mike Khorev, Growth Advisor, Mike Khorev

Develop Plug-and-Play Social Post Templates

One of the most efficient types of content to include in a content bank is plug-and-play templates for social posts. These aren't just generic fill-in-the-blanks. They're structured formats tailored to different stages of audience awareness—like problem-first hooks, customer proof points, objection responses, contrarian takes, and more.

Each format is built with a specific tone, pacing, and length in mind, so even less experienced team members can create on-brand content without starting from scratch every time.

Having these templates on hand makes it easy to move fast during campaigns. So if something underperforms or priorities shift mid-funnel, there's already a library of proven formats ready to test.

This cuts down creative bottlenecks and keeps quality consistent, especially when scaling across platforms like email, short-form video, or blog intros.

Most content banks get bloated with random swipe files or loose ideas that don't translate into execution. So efficiency comes from structure—tight, reusable frameworks that guide production without boxing anyone in.

It's not about automating storytelling. It's about building a system that supports speed, clarity, and repeatable results.

Josiah Roche, Fractional CMO, JRR Marketing

Craft Evergreen Bottom-of-Funnel Content

A highly efficient content type to include in your content bank is evergreen bottom-of-funnel content tailored to your niche. For example, as a marketing agency, we've seen lasting value in content like "Agency vs. In-House Marketing," "Remote vs. Hybrid vs. Office Work," or tool comparison pieces like "HubSpot vs. Salesforce" — especially if you're a partner for one of them.

This content works because it's always relevant, taps into decision-making moments, and rarely needs much editing later. It supports SEO, sales enablement, and customer education all at once. Think of it as your "always-on" asset library — the content that keeps delivering without needing constant updates.

Heinz Klemann, Senior Marketing Consultant, BeastBI GmbH

Leverage Customer Case Studies

This strategy depends heavily on the brand and the product or service you're selling. Since I have experience with SaaS companies, I'll focus on them.

I believe every content bank should include strong case studies. They are honestly so underutilized. Here's how I think you can get the most value from them:

1) If your customers are happy to be on camera, record the interview (be mindful about the questions you ask - remember you're looking for a picture of the before/after and as much data as possible).

2) Cut the recording into short clips to share on social media - the trick is to make your customer look like a thought leader by asking them questions about the industry problem you solve.

3) Use the interview transcript to write up the customer story using visuals to illustrate the ROI or impact of your product - this will live on your blog and can also be used as a one-pager for Sales.

4) Summarize the story into a carousel or infographic for social media - focusing on how your customer solved a huge industry problem or pain point.

5) Pull out relevant quotes to use as social proof on your website and cold outbound campaigns.

6) Turn those key quotes into images to share on social media.

When you ask the right questions and find the right angle, your content team can get so much valuable material from customer stories.

Nicola Wylie, Copywriter, Filestage

Produce Timeless Evergreen Articles

The one type of content that you should include in your editorial calendar is Evergreen Content. Evergreen Content consists of blog articles or videos that are timeless. No matter what month, year, or season, the topic is relevant, makes sense, and is interesting to the reader or viewer. In other words, it has a long "shelf life."

For instance, articles on "What Will Be Trending in April" and "Now's the Time to Start Planning for Holiday Sales" are not evergreen content and would not be relevant in May or June. Thus, you wouldn't want any auto-posting tool to keep posting those. It would look foolish.

Evergreen Content is like that little black dress — timeless. Wear it to work or out for cocktails, to a casual date, or a fancy party.

Furthermore, Evergreen Content can be shared anywhere and at any time, making it invaluable.

Evergreen Content can help boost your SEO ranking, helping to drive traffic to your website. You can recycle it in emails, if pertinent. Send it to a customer who needs it as an answer to a question. Repurpose it on LinkedIn. Use it as promotional material. Use it to reply to people in online groups.

Time-Saver Tip: Keep a text file with links to your evergreen posts, which makes it easy to copy and paste.

Evergreen content is a continual, valuable resource for your audience and potential customers. Here are some types of blog posts that can be evergreen: FAQs, lists, glossaries, guides, reviews, interviews, testimonials, case studies, and how-tos.

Just make sure that they are not "dated" in some form. Avoid putting the date or year in your URL or title, especially in the URL. If you have to edit the URL for the post, that will create a new link, and the old link will not work anymore. That will lead anyone who clicks on the old link to your "404 Not Found" page. That hurts your search engine optimization (SEO).

In conclusion, the more you post, the more visitors you will attract to your site and the more impressed Google will be with your "E-E-A-T" (Experience, Expertise, Authority, and Trustworthiness) on the topics.

Giselle Aguiar, Marketing Consultant, AZ Social Media Wiz

Build Versatile FAQ Content Bank

One type of content I always recommend including in your content bank is evergreen FAQ content. These are answers to the most common questions your clients or audience consistently ask, whether it's about your process, pricing, timelines, or even industry-specific concepts. 

The beauty of FAQ content is that it's incredibly versatile. You can repurpose it into blog posts, short videos, social media captions, client onboarding emails, or even talking points for sales calls.

Having these pieces ready to go not only saves your team time but also ensures consistency in how your brand communicates. Additionally, when your marketing team isn't constantly reinventing the wheel, they can focus more on strategy and creative work. It's a small asset with a big return!

Dewi Saklina, Search Engine Optimization Specialist, Explainerd

Analyze Data for Effective Content Types

Your data should tell you what works best. It's fair to say that video content tends to be more accessible to everyone (and significantly easier to produce compared to a few years ago). It's also easier to adapt/repurpose a video to a blog or vice versa. And from that, content for social media, etc.

Emanuel Petrescu, AI, SEO & Digital Marketing Consultant from Toronto, Emanuel P

Design Reusable Before-and-After Case Studies

Include repeatable "before-and-after" case studies. They're the Swiss Army knife of your content bank—useful for landing pages, sales decks, social posts, and newsletters. Show the client's problem, your process, and the outcome. Keep the format tight and visual: a headline, a quote, and a result.

We've reused one pest control case study over a dozen times. It converts cold leads, validates referrals, and gives new hires a quick win to share. If your content doesn't sell when you're not in the room, it's not pulling its weight. Case studies do—especially when they're built to scale.

Andrew Peluso, Founder, What Kind Of Bug Is This

Utilize User-Generated Content

I would say one type of content that has been effective for me is user-generated content. This includes things like customer reviews, testimonials, and social media posts where people talk about my brand. I find it provides honest opinions from real customers, and this can be more powerful than traditional ads.

Customers appreciate this type of content because it demonstrates that others have interacted with your brand. User-generated content also gives the marketing team a good source of materials, so they don't have to start from scratch.

It's always a great idea to encourage customers and audiences to share their experiences with your brand. All you need to do then is organize the content well. This way, you'll always have a wealth of marketing material that can be continually refreshed and reused.

Adam Haworth, Managing Director, Fuunction